Starbucks Coffee Cup

The Biggest Secret in Sales: How and Why People Buy

Caramel Macchiato is my drink. Sometimes, I will get a cold brew. I haven’t even mentioned the name of the company but there is a good chance that most of you probably know what I am talking about. I bet you have a favorite Starbucks drink too. Heck, my kids have one. They usually get one of those Frappe-thingies.

If I asked you what Starbucks sells, what would say? Most of us would probably say coffee, and lots of it. Surprisingly, Howard Schultz, the visionary who brought Starbucks to the world, wasn’t only interested in selling coffee. He wanted to sell an experience.

Before, Starbucks coffee was boring, but Schultz wanted to bring the Italian coffee experience to the United States. Now when you go into any Starbucks, you experience great service, great atmosphere, and of course great coffee. Schultz understood that people buy products and services because of how it makes them feel.

People buy because of emotion, but they justify their decision with logic.

Over the next two weeks, we will investigate what people receive and how it makes them feel when they buy from you. What is their experience? What will they remember? In the meantime, answer these questions to begin improving your sales process:

  • Why should people buy insurance?
  • What are some conditions that might have brought them to this decision to buy today?
  • Why should people buy insurance from you?

Sometimes we need some help implementing the things that we know need to be done. Accountability makes a world of difference. That is why we believe that everyone needs a coaching team that can help them get to where they want to go. We have several coaching packages available to help you reach your dreams.


Reach out and let’s get your career headed in the right direction.

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